Naukri’s Christmas campaign strikes a chord with a witty take on appraisals
The playful call-to-action nudges professionals to rethink their career choices and take charge of their growth instead of settling for “peanuts”
Marketing Moments
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This Christmas, jobs and recruitment platform, Naukri brought a relatable workplace truth to life with a quirky on-ground installation that caught the attention of professionals across corporate hubs.
At Prestige Tech Park, Whitefield, Bengaluru, Naukri unveiled a 25-foot Christmas tree decorated with an unexpected twist: peanuts instead of conventional ornaments. The installation playfully captures the sentiment felt by millions of professionals during appraisal season, aligning with Naukri’s long-running “appraisal waala peanut” narrative.
The installation carries the message: “Merry Christmas to the ones who played ‘nice’ all year. Maybe, get on the naughty list?” — cleverly reinforcing Naukri’s long-running “appraisal waala peanut” narrative that reflects the realities of India’s white-collar workforce.
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By linking Christmas cheer with appraisal season realities, the campaign taps into a shared emotion among professionals—where being ‘nice’ and diligent doesn’t always translate into meaningful rewards.
The playful call-to-action nudges professionals to rethink their career choices and take charge of their growth instead of settling for “peanuts”.
The Christmas campaign stays true to Naukri’s brand tonality—witty, insight-led and deeply rooted in real workplace conversations—while reinforcing its larger message of empowering ambitious professionals to seek better opportunities.
With this festive activation, Naukri once again demonstrates how everyday professional experiences can be transformed into culturally relevant and impactful brand storytelling.
